Fanatics is an online retailer and a global leader in the worlds of licensed sportswear, fan gear, sports equipment and merchandise.
In 2018 Fanatics reached out with an epic task. The challenge was a full tee shirt program of 18 graphics for the UFC. The goal of the series was to create a personalized look for each fighter that would celebrate their roots through focussing on nickname, birthplace, or accomplishments in the sport. The art direction would be rooted in classic boxing and martial arts design but it would also branch off to explore more modern variations.
Deliverables / 18 Tees
Art Direction / Mike Harpin Design / Mike Harpin
Photos / @ryanloco